Research On Marketing Transformation Of SR Training Institutions

With the rapid development of China’s economy,every family pays more attention to their children’s education investment,the demand for out-of-school training is increasing year by year,the market of out-of-school training is also expanding rapidly.At the same time,the training market appears disorderly competition,excessive marketing chaos,"education anxiety" and other negative social effects have attracted widespread attention.In July 2021,the state issued the "Double reduction Policy" to emphasize the standardization and rectification of discipline training,reduce the discipline training market,bring discipline training institutions back to the track of healthy competition and development,and encourage the development of quality-oriented education and training.The "double reduction policy" emphasizes the respect for the law of education and the law of growth,but retains the off-campus training institutions as a necessary supplement to the formal school education,and standardizes and restrains their operation and competition behavior.Under the background of "double reduction" policy,off-campus training institutions are facing the pressure of transformation.The rapid development of Internet,also sped up the training speed of information transmission,consumer can through various channels to understand on the network related education consulting information,consumers can choose to increase in the number of institutions,the bargaining power to ascend,sovereignty is also more obvious,and they of course products demands more rational.On the one hand,training institutions are facing the adjustment of the national policy on off-campus training institutions,and on the other hand,they are facing the dual pressure from the competition of online new media marketing.Therefore,training institutions should carry out marketing transformation in time to gain a firm foothold in the fierce training market.Taking SR Culture and Art Training Co.,Ltd.as a case study,this paper discusses how enterprises should realize marketing transformation under the background of "double reduction" policy and network marketing environment.Based on the analysis of the connotation and characteristics of the training institutions outside the school,this paper takes STP and 4C theory as the logical basis of marketing analysis,and uses PEST,SWOT and other analytical tools to analyze the marketing environment,current situation and problems of SR training institutions.In view of its marketing strategy transformation put forward the equivalent thinking.This paper believes that under the strict policy supervision and fierce market competition,small and medium-sized training institutions should actively use network marketing means to optimize the 4C strategy,not only to provide valuable services for consumer,but also to survive and develop.